JWT AnxietyIndex: Post-Riot U.K. (August 2011)

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This AnxietyIndex study highlights quantitative research in the U.K. conducted in the wake of the riots there in August 2011. The survey, which polled 290 British adults, examines their anxiety levels and drivers, both broadly and as they relate specifically to the riots. It also looks at whether the riots have changed perceptions of those brands that were affected by the looting and that aided in the cleanup, and points to how brands might help to address the root cause of the problem.

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<p>Luxury_PPT_04.qxd</p> <p>ANXIETYINDEXPOST-RIOT U.K.</p> <p>AUGUST 2011</p> <p>AGENDABackground and Methodology .............................................................. 3</p> <p>Are Brits feeling anxious? ...................................................................... 4</p> <p>Whats driving anxiety in the U.K.? ...................................................... 7</p> <p>The RiotsCauses .................................................................................. 14</p> <p>The RiotsAftermath .............................................................................. 22</p> <p>The RiotsBrands and Social Media............................................................ 33</p> <p>2</p> <p>BACKGROUND ANDMETHODOLOGYFor the latest installment of AnxietyIndex, JWT examined attitudes and behaviorsfollowing the August riots in London.</p> <p>Survey conducted using JWT SONARTM, our proprietary online research tool.</p> <p>Data collected in August 2011.</p> <p>290 adults aged 18+, living in the U.K.</p> <p>Data are weighted by age and gender.</p> <p>3</p> <p>ARE BRITS FEELINGANXIOUS?</p> <p>4</p> <p>5</p> <p>Anxiety in the U.K. has been on the rise since June 2010.</p> <p>Overall, given everything that is going on in the world, the country and your familys life, how nervous or anxious would yousay you currently are?</p> <p>90</p> <p>80</p> <p>70</p> <p>60</p> <p>50</p> <p>40</p> <p>30</p> <p>20</p> <p>10</p> <p>0</p> <p>Aug Nov Dec Feb Mar Sep Jun Nov Aug2008 2008 2008 2009 2009 2009 2010 2010 2011</p> <p>7471 73 73</p> <p>74</p> <p>65 61 63</p> <p>2629 27 27 26</p> <p>3539 37</p> <p>% Nervous/Anxious % Not Nervous/Anxious</p> <p>33</p> <p>67</p> <p>6</p> <p>The percentage who are very anxioushas reached a two-year high.</p> <p>Overall, given everything that is going on in the world, the country and your familys life, how nervous or anxious would yousay you currently are?</p> <p>30</p> <p>25</p> <p>20</p> <p>15</p> <p>10</p> <p>5</p> <p>0</p> <p>12</p> <p>15</p> <p>17</p> <p>1516</p> <p>911</p> <p>9</p> <p>% Very Nervous/Anxious </p> <p>13</p> <p>Aug Nov Dec Feb Mar Sep Jun Nov Aug2008 2008 2008 2009 2009 2009 2010 2010 2011</p> <p>WHATS DRIVINGANXIETY IN THE U.K.?</p> <p>7</p> <p>8</p> <p>ANXIETYINDEX MAP</p> <p>SAFETY/SECURITY ECONOMIC</p> <p>SAFETY/SECURITY ECONOMIC</p> <p>FURTHERFROM</p> <p>HOME</p> <p>CLOSERTO</p> <p>HOME</p> <p>FURTHER FROM</p> <p>HOME</p> <p>CLOSERTO</p> <p>HOME</p> <p>Political Leadership</p> <p> State of Economy</p> <p>Cost of Health Care </p> <p> Cost of Living </p> <p>Potential Military Hostilities</p> <p>Current Military Hostilities </p> <p>Job SecurityCrime</p> <p>Threat ofTerrorism</p> <p>9</p> <p>Current MilitaryHostilities </p> <p>Threat of Terrorism</p> <p>Quality ofHealth Care </p> <p>Crime Job Security</p> <p>Cost of Living</p> <p>Political Leadership </p> <p>Potential Military Hostilities</p> <p>State of Economy</p> <p>700</p> <p>600</p> <p>500</p> <p>400</p> <p>300</p> <p>200</p> <p>100</p> <p>0</p> <p>Economic factors are driving anxiety, to an evengreater extent than in November 2010.</p> <p>August 2011November 2010</p> <p>AnxietyIndex: % who are nervous or anxious/% who are not</p> <p>Events in your life, in the country and in the world can make people nervous or anxious. For each of the following, please indicatehow nervous or anxious you currently are, or not.</p> <p>10</p> <p>Governments Budget Deficit</p> <p>The Stock Market</p> <p>Bank Failures</p> <p>Gasoline Prices</p> <p>Food Prices</p> <p>Unemployment Rates</p> <p>Natural Disasters</p> <p>The War in Iraq</p> <p>The Housing Market</p> <p>Quality of Products from China</p> <p> NationalInfrastructure</p> <p>The War in Afghanistan</p> <p>Impact of Global Warming</p> <p>Global Pandemics</p> <p>Safety of theFood Supply</p> <p>350</p> <p>300</p> <p>250</p> <p>200</p> <p>150</p> <p>100</p> <p>50</p> <p>0</p> <p>Concerns about the stock market, unemploymentand especially gasoline and food prices have risen.</p> <p>August 2011November 2010</p> <p>AnxietyIndex: % who are nervous or anxious/% who are not</p> <p>Events in your life, in the country and in the world can make people nervous or anxious. For each of the following, please indicatehow nervous or anxious you currently are, or not.</p> <p>11Overall, given everything that is going on in the world, the country and your familys life, how nervous or anxious would you say</p> <p>you currently are? </p> <p>People dont see the economy improving in the near future.</p> <p>Food prices</p> <p>The cost of living</p> <p>Petrol prices</p> <p>Unemployment rates</p> <p>The state of the economy</p> <p>Military hostilities around the world</p> <p>The current political leadership in your country</p> <p>Potential military hostilities around the world</p> <p>The stock market</p> <p>The state of the national infrastructure</p> <p>The governments budget deficit</p> <p>The threat of terrorism</p> <p>The quality of health care</p> <p>The rate of crime</p> <p>The housing market </p> <p>Bank failures</p> <p>Global pandemic diseases</p> <p>Job security</p> <p>Safety of the food supply</p> <p>WORSE BETTER</p> <p>August 2011November 2010</p> <p>-54-55-54</p> <p>-53-51</p> <p>-65-43-43</p> <p>-33-28-28-28</p> <p>-25-21</p> <p>-24-31</p> <p>-22-8</p> <p>-20-25</p> <p>-19-20</p> <p>-17-25</p> <p>-16-17</p> <p>-15-19</p> <p>-14-22</p> <p>-11-10-9</p> <p>-11-8</p> <p>-15-8-7</p> <p>12</p> <p>Slightly more people feel the recession has had a great impact on them vs. 2010</p> <p>1 2 3 4 5 6 7 8 9 10Hasnt Has</p> <p>impacted impactedme at all me a great</p> <p>deal</p> <p>No Impact Great Impact</p> <p>On a scale of 1-10, where 1 means tough economic times havent impacted me personally at all and 10 means tough economictimes have impacted me personally a great deal, how would you rate yourself?</p> <p>August 2011November 2010</p> <p>50% ofrespondents</p> <p>reported a scorebetween 7-10 in2011 compared</p> <p>to 44% in 2010</p> <p>13</p> <p>and many are unsure when the economy might begin to improve.</p> <p>When will the economy start to get better?</p> <p>I never It has already It will start It will start It will start I have no ideaconsidered the started to to get better to get better to get better when it will</p> <p>country to be get better this autumn next year in 2013 or get betterin a recession (2011) (2012) later</p> <p>When, if ever, do you think the economy will start to get better?</p> <p>2%8% 6%</p> <p>20% 23%</p> <p>40%</p> <p>90</p> <p>80</p> <p>70</p> <p>60</p> <p>50</p> <p>40</p> <p>30</p> <p>20</p> <p>10</p> <p>0</p> <p>14</p> <p>SOURCES OF ANXIETY: THE RIOTSCAUSES</p> <p>15</p> <p>Disgust and shock were common initial reactions to the recent rioting.</p> <p>One word to describe your first feelings about the riots</p> <p>What one word would best describe your feelings at that time? Which of the following comes closest to your views when youfirst heard about the riots?</p> <p>64% said they were very</p> <p>or a littlesurprised </p> <p>when they firstheard about </p> <p>the riots</p> <p>16</p> <p>The rioters looting is seen as a worse crime than the falsification of expense claims by MPs.</p> <p>Which do you see as a more criminal act?</p> <p>Looting of shopsby rioters</p> <p>Which is more criminal?</p> <p>59%</p> <p>41%Falsification ofexpense claims by British MPs</p> <p>17</p> <p>Decline in respect for others</p> <p>Gang culture</p> <p>Criminality</p> <p>Bad parenting</p> <p>Unemployment</p> <p>Failure of authority</p> <p>Poor education</p> <p>Boredom</p> <p>Inequality within British society</p> <p>Culture of being on the take</p> <p>Consumerism</p> <p>Cuts in funding for youth services</p> <p>Poverty</p> <p>Police failures</p> <p>Influence of rap-grime music</p> <p>69%</p> <p>68%</p> <p>63%</p> <p>62%</p> <p>43%</p> <p>43%</p> <p>43%</p> <p>41%</p> <p>35%</p> <p>33%</p> <p>29%</p> <p>29%</p> <p>28%</p> <p>22%</p> <p>13%</p> <p>While people see multiple factors as causing the riots, they are more likely to blame things</p> <p>individuals are responsible for (e.g., bad parenting)than societal factors like poor education.</p> <p>Which of the following, if any, do you feel are the main root causes of the riots and unrest on the streets of Britain?</p> <p>What are the main root causes of the riots?</p> <p>18</p> <p>Parents &amp; guardians</p> <p>The British government</p> <p>Young people in general</p> <p>Social networks</p> <p>The media</p> <p>The police</p> <p>Schools/educational establishments</p> <p>Local councils</p> <p>Advertisers</p> <p>Brands</p> <p>57%</p> <p>35%</p> <p>34%</p> <p>31%</p> <p>25%</p> <p>19%</p> <p>17%</p> <p>10%</p> <p>8%</p> <p>Parents are being blamed for the riots, to a muchgreater degree than the government</p> <p>And on which of these, if any, would you assign blame for the riots? </p> <p>Who do you think is to blame for the riots?</p> <p>6%</p> <p>41%</p> <p>36%</p> <p>30%</p> <p>30%</p> <p>22%</p> <p>20%</p> <p>18%</p> <p>13%</p> <p>13%</p> <p>8%</p> <p>69%</p> <p>31%</p> <p>37%</p> <p>10%</p> <p>24%</p> <p>37%</p> <p>6%</p> <p>2%</p> <p>21%</p> <p>10%</p> <p>Parents &amp; guardians</p> <p>The British government</p> <p>Young people in general</p> <p>The police</p> <p>The media</p> <p>Social networks (i.e., Twitter, Facebook, Blackberry)</p> <p>Local councils</p> <p>Brands</p> <p>Schools/educational establishments</p> <p>Advertisers</p> <p>The young also blame the police, while the oldergeneration hold social networks partly responsible.</p> <p>55%</p> <p>19</p> <p>40%</p> <p>35%</p> <p>21%</p> <p>30%</p> <p>30%</p> <p>7%</p> <p>4%</p> <p>14%</p> <p>5%</p> <p>Who do you think is to blame for the riots?</p> <p>Age18-3435-49 50+ </p> <p>40%</p> <p>42%</p> <p>20</p> <p>Parents &amp; guardians</p> <p>The British government</p> <p>Young people themselves</p> <p>Judicial system</p> <p>The police</p> <p>Schools/educational establishments</p> <p>Local councils</p> <p>Social services</p> <p>66%</p> <p>59%</p> <p>56%</p> <p>39%</p> <p>38%</p> <p>35%</p> <p>25%</p> <p>23%</p> <p>The nation is looking to individuals to address the problems at the root of the riots,</p> <p>as well as the government.</p> <p>And going forward, whose responsibility is it to address the problems which lie at the root of the rioting?</p> <p>Who is responsible for addressing the root of the problem?</p> <p>81%66%</p> <p>65%57%</p> <p>Age18-3435-49 50+ </p> <p>Older people overwhelmingly see better parenting as the solution. Moresurprisingly, 42% of younger people think they themselves must take responsibility.</p> <p>21</p> <p>Worry for them</p> <p>Feel wary of them</p> <p>Dont trust them</p> <p>Dont understand them</p> <p>Pity them</p> <p>Sympathize with them</p> <p>Wish to help them</p> <p>Feel angry toward them</p> <p>Support them</p> <p>Fear them</p> <p>Dislike them</p> <p>Trust them</p> <p>Understand them</p> <p>Feel proud of them</p> <p>Begrudge them</p> <p>41%</p> <p>32%</p> <p>25%</p> <p>17%</p> <p>17%</p> <p>15%</p> <p>14%</p> <p>13%</p> <p>11%</p> <p>9%</p> <p>8%</p> <p>8%</p> <p>7%</p> <p>5%</p> <p>2%</p> <p>Despite some wariness and mistrust,people are predominantly worried for the </p> <p>youth in their communities.</p> <p>Thinking about the young people in your community, which of the following words or phrases describe how youre currently feeling?</p> <p>How do you feel about the young people in your community?</p> <p>The over-50s in particularare worried for theseyoungsters (52%), muchmore so than young peoplethemselves (28%).</p> <p>SOURCES OF ANXIETY: THE RIOTSAFTERMATH</p> <p>22</p> <p>23</p> <p>While many are still proud to be British,there is some element of shame and embarrassment following the riots.</p> <p>How do you feel about being British today?</p> <p>How do you feel about being British today?</p> <p>Local communities</p> <p>The police</p> <p>The judicial system</p> <p>The media</p> <p>Local councils</p> <p>Boris Johnson</p> <p>David Cameron</p> <p>The British government</p> <p>People feel that local communities and the police handled the riots well, unlike the government.</p> <p>How well did each of the following handle the riots?</p> <p>74%26%</p> <p>65%35%</p> <p>64%36%</p> <p>57%43%</p> <p>56%44%</p> <p>46%54%</p> <p>45%55%</p> <p>42%58%</p> <p>24</p> <p>How well did each of the following handle the riots?</p> <p>It is interesting that the police should emerge relatively unscathed from the riots,when they were so heavily criticized by the media for the speed of their responseand considered by some to have been at least partly responsible for sparking thefirst riots. Yet even the 18-34s think they did a good job of policing the riots (67%),perhaps suggesting sympathy for the scale of the problem they faced.</p> <p>Very/Somewhat WellVery/Somewhat Poorly</p> <p>25</p> <p>And theres a positive feeling about the publics show of solidarity after the riots.</p> <p>How did these things make you feel?</p> <p>18%</p> <p>44%</p> <p>38%</p> <p>YesNo, but I heard about themNo, nor have I heard about them</p> <p>Did you see any peacewalls/riot cleanups?</p> <p>How did these things make you feel?</p> <p>26</p> <p>Punishments of those convicted were deemed appropriate, with some wanting harsher</p> <p>consequences, particularly the young.</p> <p>On the whole, do you feel that the punishments handed out to those convicted during the rioting were ? What punishments doyou think would have been more appropriate?</p> <p>34%</p> <p>42%</p> <p>10%</p> <p>ExcessiveAppropriateNot severe enoughIm not really familiar with the punishments</p> <p>Do you feel that thepunishments were</p> <p>What punishments do you think would have been more appropriate?</p> <p>Very long prison sentences to deter people in the future.</p> <p>Longer sentences and community service to put right the damageand pay toward the cost of repairs.</p> <p>Make them clean up their own mess.</p> <p>Name and shame even the youngest, provide longer sentences forwrongdoers, make the people who did the damage repair it.</p> <p>The offenders should be made to do community work, helping toput right the things they caused, not just be allowed to loll aroundin prison at our expense, with TV, three good meals, etc.</p> <p>13%</p> <p>43% of thoseaged 18-34 felt</p> <p>the punishmentswere not severe</p> <p>enough</p> <p>How do you fell about yourown personal safety?</p> <p>27</p> <p>An overwhelming majority believe the riots will happen again, and a quarter feel less safe </p> <p>in their communities than before.</p> <p>Some people have told us that they are concerned that the behavior seen during the riots could happen again. What do you think?How do you feel about your own personal safety on the streets where you live?</p> <p>33%</p> <p>40%</p> <p>18%</p> <p>I think it will happen again, and very soonI think it will happen again, but not for a few monthsI think it may happen again, but likely not for a long timeI dont think it will happen again</p> <p>Do you think the riots willhappen again?</p> <p>9%</p> <p>17%</p> <p>74%</p> <p>1%2%</p> <p>7%</p> <p>Much safer than beforeA little safer than beforeAbout the same as beforeA little less safe than beforeMuch less safe than before</p> <p>41% of thoseaged 18-34 </p> <p>reported feelingless safe</p> <p>91% of allrespondents</p> <p>believe the riots will happen</p> <p>again24% of all</p> <p>respondentsreported feeling</p> <p>less safe</p> <p>28</p> <p>Will future peaceful protests be affected? Quite a few say they would be too afraid to </p> <p>attend a protest now.Would you participate in a protest for a cause you strongly supported?</p> <p>Absolutely fine, I would go along, I would be nervous, I would be much None of theseI would go along but would be a but I would too afraid to attend</p> <p>no problem little more wary still go along a protest right now</p> <p>Imagine that a protest march were being arranged that related to a cause you strongly supported. Assuming you really wanted toshow your support, how comfortable would you now feel about participating?</p> <p>23%18%</p> <p>8%</p> <p>27%24%</p> <p>35% of those aged 18-34 say they would be too afraid to attend a protest. With furtherdemonstrations said to be planned for autumn 2011, will this affect participation?</p> <p>29</p> <p>Apprenticeship programs</p> <p>More funding for youth projects and facilities</p> <p>Reverse the decision to cut police funding</p> <p>Introduce legislation to deter such behavior</p> <p>Address poverty in our society</p> <p>Deploy more police officers to front-line policing</p> <p>Introduce compulsory military service</p> <p>Address inequality in our society</p> <p>Hire more police</p> <p>Reverse the decision to charge for tuition fees</p> <p>Reinstate the EMA</p> <p>49%</p> <p>45%</p> <p>45%</p> <p>39%</p> <p>38%</p> <p>37%</p> <p>36%</p> <p>35%</p> <p>29%</p> <p>21%</p> <p>Youth projects and initiatives are seen as measures that could prevent future riots (as well as</p> <p>the need for continued police funding).</p> <p>What do you think the govern...</p>